Integration Guidelines

What are Alexa Integrations?

Alexa Integrations (e.g. product placement) are any instances (whether paid, unpaid, or organic) where Alexa devices and/or the Alexa voice assistant are highlighted in TV shows, movies, online videos, radio (terrestrial or streaming), etc. outside of a common advertising media buy. Integrations are leveraged as a way to demonstrate how Alexa can make a difference in a customer’s everyday life by providing helpful, entertaining, and delightful experiences.

Who should be referencing this information?

Anyone using Alexa and/or Alexa devices within TV shows, movies, online videos, etc.

Why is Alexa brand and device accuracy important for Integrations?

If Alexa and the device are not used accurately in an Integration it can cause customer confusion and distrust.


Do's and Don'ts


  • Stay authentic to the show, characters, and environments (we do not want to take away from the show itself).
  • Shoot Alexa from a wide angle and include another character in the frame.
  • Talk to Alexa vs. talk about Alexa.
  • Interact naturally (talk at a normal pace and volume like a friend vs. projecting/leaning towards the device).
  • Show how Alexa helps make the old way of doing things better and easier (i.e. hands-free, effortless, etc).
  • Use Alexa’s real responses (we can send devices for scripting actual responses).
  • Use Alexa in modern/present day (recent flashbacks in the same year are ok, years ahead/back are not).


  • Zoom in or punch in on the device (it should feel like a natural part of the set/environment/show and not a paid placement).
  • Place the device across the room from the character delivering the utterance(s).
  • Say “Hey Alexa.”
  • Use a sound effect or do any action beyond saying Alexa’s name (i.e. clap, whistle, snap, etc.) when delivering the utterance.
  • Stop what you’re doing to interact with Alexa (think "yes" to multi-tasking).
  • Ask Alexa to purchase an item (i.e. “Alexa, buy batteries”). (note: adding items to carts or lists is different than actually purchasing)
  • Show Alexa responding inaccurately/mishearing a request.
  • Feature Alexa in anything suggesting spying, privacy violations, or surveillance.
  • Feature Alexa interacting with children under 16 (they can be in the same room/scene).
  • Feature Alexa in the following settings: bathroom, government-related, hospital, classroom or office (home office and firehouse are typically ok).
  • Refer to Alexa as a robot, gadget, technology, virtual assistant, AI, etc.
  • Interact with Alexa using dialogue that is offensive, abusive, or politically-charged.
  • Have Alexa in close proximity to other tech devices that could create confusion in regards to how she works (i.e. phone earpiece, computer keyboard).
  • Have Alexa placed in a “splash zone” (too close to a kitchen water source).
  • Have Alexa play a role in distracted driving or causing an accident.
  • Make Alexa the subject of a joke (though she can be in on the joke).
  • Include Alexa as part of a statement that is derogatory to the Echo product.
  • No integrations into scenes that are particularly political, sexual, violent or include use of or references to drug use – either verbally or visually.


Best in Class Examples

The Unicorn - CBS

Under A Rock - Funny or Die

Property of Amazon. Not for distribution

Additional Resources

Echo Brand Guidelines